Measurement of social norms for entertainment-education.
Publication/Presentation Date
7-1-2024
Abstract
BACKGROUND: While there has been a marked increase in measurement and scholarship surrounding social norms in recent years, there is little evidence related to social norms measurement in the context of health campaigns utilizing entertainment-education. Entertainment-education goals and objectives have shifted over time to include social norms and an update is needed to merge contemporary practice with the most recent measures from the literature. The aim of the present study was to analyze commonly used quantitative measures and their properties for social norms and entertainment-education, specifically on the topic of family planning, to bolster ongoing research and practice efforts by validating items for social norms measurement in entertainment-education programs.
METHODS: The study used data from a survey conducted with 438 married women aged 19-34 in the Central Province of Zambia in 2019 who were exposed to the entertainment-education initiative
RESULTS: Results showed a five-factor solution best fit the data, which accounted for 45.7% of the variance, exhibited fair reliability, and loaded largely as expected.
CONCLUSIONS: This study provides a useful tool for practitioners and scholars to use globally to measure important social norms constructs in entertainment-education.
Volume
17
Issue
2
First Page
169
Last Page
179
ISSN
1753-8076
Published In/Presented At
Riley, A. H., Hass, R. W., Hauer, M., Moeller, P., Birkenstock, L., Buffer, S. W., & Bish, J. J. (2024). Measurement of social norms for entertainment-education. Journal of communication in healthcare, 17(2), 169–179. https://doi.org/10.1080/17538068.2023.2255415
Disciplines
Business Administration, Management, and Operations | Health and Medical Administration | Management Sciences and Quantitative Methods
PubMedID
37695109
Department(s)
Administration and Leadership
Document Type
Article